She is interested in consumers’ social judgments and decision making. In particular, she examines how technological advancements, such as autonomous agents and smart devices, influence consumers’ social perceptions of, and behaviors with real people, and how consumers’ prior social experiences affect their evaluations of technologies with humanlike features. Her dissertation explores this bidirectional dynamic between humanlike entities and consumers: how anthropomorphism impacts consumers’ product evaluations, perceptions of other people, and social decision-making.
In another line of research, she studies goal pursuit and identifies personal as well as marketing strategies to help consumers stay motivated and persist in following their goals.